SuperTokens is an open-source user authentication solution that helps developers implement secure and scalable authentication systems.

Designed as an alternative to proprietary auth solutions like Auth0 and Firebase Authentication, SuperTokens provides a developer-friendly, self-hosted, and privacy-focused authentication framework.

SuperTokens partnered with Omniscient to stop the decline in traffic, scale organic lead acquisition, and establish themselves as a leading authority in user authentication.

Declining organic traffic & competing against incumbents

SuperTokens had previously ranked highly for various keywords and saw a consistent increase in organic traffic.

However, that growth reached a peak and organic traffic had consistently declined over six months until Adi approached Omniscient at the beginning of 2024.

Their older content, which previously ranked well, was no longer relevant. The search intent for the queries had shifted since they had published the content, and while competitors adapted to those changes, SuperTokens didn’t have the resources to keep up with publishing new content or updating existing pages, so their content saw decaying performance.

Due to these issues, organic search was no longer a reliable user acquisition channel for SuperTokens, despite having strong developer adoption.
In addition to improving existing content, they need to produce dedicated pages for search queries that demonstrate high commercial intent such as keywords related to competitors and comparisons.

Their goals were to:

• Stop the organic traffic decline and increase search visibility.
• Drive more product signups and sales-qualified leads (SQLs) through organic search.
• Position SuperTokens as a trusted authority in the user authentication space.

Implementing a multi-pronged SEO growth plan

To reverse the traffic decline and scale organic lead acquisition, SuperTokens and Omniscient focused on three initiatives:

1. Produce content targeting high commercial intent search queries
2. Recover lost traffic through content updates
3. Improve website domain authority through link-building

Produce content targeting high commercial intent search queries-

Rather than chase competitive keywords with high search volume and low commercial intent, the SEO strategy focused on capturing keywords with high commercial intent and low competition.

These keywords focused on specific features, competitors, and comparison content and had lower search volume but captured readers as they were searching for a solution, leading to a higher chance for conversion.

SuperTokens had detailed content about competitors, but this content was buried in PDFs instead of being published on the website This content was repurposed into web pages and optimized them for high-intent search queries (e.g., “SuperTokens vs. Auth0”).

As a result of focusing on these high commerial intent, low competition search queries, these new pages started ranking within a few weeks and generated inbound leads.

Recover Lost Traffic through Content Updates

To address the ongoing traffic decline, Omniscient performed a traffic loss analysis to pinpoint which pages lost the most traffic.

SuperTokens and Omniscient prioritized a shortlist of pages that had the most potential to generate SQLs. These pages were optimized and refreshed with up-to-date information, improved content structure, and stronger internal linking to improve visibility and user engagement.

By updating high-priority content, SuperTokens recovered rankings for previously declining pages. This reversed the declining traffic trend, and SuperTokens began to see traffic growth month over month.

Build Website Domain Authority through Link Building

Omniscient acquired highly relevant and authoritative backlinks to build SuperTokens’ authority in the authentication space.

Link building efforts were focused on improving rankings for content targeting high commercial intent queries.

With a stronger backlink profile, SuperTokens improved its search rankings across authentication-related keywords. The increase in high-authority backlinks also made the site more competitive in organic search.

The Results: 2X Growth in Organic Traffic and $Millions of Pipeline

Traffic bottomed out in April 2024 and the trend reversed into sustained growth.

In January 2024, SuperTokens showed up in the top 20 search results for 1,459 keywords. By February 2025, they appeared in the top 20 results for 2,720 keywords, an 86% increase.

In that same timeframe, SuperTokens saw a 333% increase in top 3 rankings.

From the bottom in April 2024 to February 2025, traffic increased 94%.

SuperTokens regained their consistent stream of demo requests from organic search and exceeded their peak demos per month.

The number of branded search queries for “SuperTokens” also increased by 20% during the same period, indicating an increase in brand recognition as more people searched for SuperTokens by name.

Through building a strategic SEO program with Omniscient, SuperTokens’ was able to reverse the traffic decline and turn organic search into a growth channel.

Let’s find out how we can help you build an organic growth program.